Too often, writers cite product features without explaining why readers might want them. Ask your writer to close the loop and spell out the benefits.
I learned this through a painful lesson in my direct marketing days. Our print ad for D&B ("reconstructed" on the right) generated responses at a horrendous cost of nearly $1,500 per caller. Can you figure out why it failed?
"Here's your problem," said our CEO during a punishing post-mortem. "You promised 5,000 leads but ignored the end benefit – more sales." Too late. The client had fired us.
The lesson? You sometimes get so close to product features (see my post on expert bias) that you assume readers will fill in the benefits. Don't leave that work to them. Have your writer paint a more complete picture.
Tax time is upon us. But think twice before giving your accountant those Venmo "business" expenses (4 min., adult language).
When your message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.